眼镜行业老字号品牌创新策略研究——以茂昌眼镜为例
Research on Innovation Strategies for Time-Honored Brands in the Eyewear Industry —A Case Study of Maochang Glasses

眼镜行业老字号大多存在着品牌认知模糊、消费群体老化、创新动力不足等问题。茂昌眼镜作为老字号品牌创新的先行者，从空间、营销、产品等多个维度展开了品牌建设，拉近了与年轻消费群体的心理距离。本文对茂昌眼镜的品牌焕新路径进行研究，并从中总结归纳出可以借鉴的经验做法，如门店空间焕新、品牌年轻化传播、开发眼镜周边产品等，为眼镜老字号品牌探寻出一条具有可行性的发展之路。
Most time-honored brands in the eyewear industry face issues such as vague brand recognition, aging consumer groups, and insufficient innovation motivation. As a pioneer in brand innovation, Maochang Glasses has embarked on brand building from multiple dimensions, including space, marketing, and products, thereby bridging the psychological gap with younger consumers. This article explores the brand renewal path of Maochang Glasses and summarizes the experiences and practices that can be used for reference, such as store space renewal, brand youth communication, and development of eyewear peripheral products, aiming to explore a feasible development path for time-honored eyewear brands.